AML were appointed to create an advertising campaign to communicate BNY Mellon’s lead sponsorship with the Oxford and Cambridge boat race on March 31st. The ‘Which blue are you?’ campaign lead all sponsorship activation. We then developed campaign guidelines and rolled them out across all communications pre boat race. The visual style captures the wakes created in the water which allowed us to position the BNY Mellon brand centrally. Pre-campaign saw the launch of website with an interactive video on the route down the thames and online competitions to win cash prizes. The free BNY Mellon rowing app activity continues to grow and users can still enter their scores to win prizes. The ‘Which blue are you?’ campaign will continue to lead BNY Mellon’s sponsorship activation for the duration of their involvement.